Lifebuoy Soap: Roti - The unlikely reminder
Mritunjay Kumar
Campaign details
Brand owner: Hindustan Unilever LimitedLead agency: Geometry GlobalBrand: Lifebuoy SoapCountry: IndiaIndustry Bath toiletries, soapsChannels used: Other and ambient mediaMedia budget: Up to 500k
Executive summary
In India, rural consumption of soap was low. This despite its widespread availability (Hindustan Unilever Ltd caters to about two million outlets) and accessibility (SKUs are available for only Rs 5). The key reason was the lower level of hygiene in rural India, and this made Lifebuoy's task of creating relevance...